Optus to exit Qantas Frequent Flyers customer loyalty program

Telco attributes decision to plans to evolve its own customer loyalty offering

Qantas
Qantas

Optus has attributed its decision pulled out of its partnership with Qantas’ Frequent Flyer program to plans to evolve its own customer loyalty offering.

The telco announced today that it would not renew the agreement from 30 June after a three-and-a-half year partnership. The deal allows Optus consumer and SMB customers to earn Qantas points when paying bills.

In a statement, Optus’ newly appointed managing director of marketing and product and former head of customer for the consumer division, Vicki Brady, said the telco is looking to make a number of changes to its customer loyalty program.

“We know that our customers value different things, so we’re working on the best way to bring our rewards to life in a way that makes sense for them,” she said. “We thank our customers for their loyalty and will continue the Optus Movie Rewards Program.”

According to Qantas Loyalty CEO, Lesley Grant, the pair had enjoyed a great working relationship. She pointed to the program’s longstanding record of adding new partners, and indicated this would continue in coming months.

“While we have an extremely low turnover rate of partners, it’s to be expected that from time to time there will be partners that move in and out of the program,” Grant said.

The Qantas Frequent Flyer program currently offers 2500 ways for members to earn points outside of flying and has introduced a raft of new offerings in the past 18 months, including an ecommerce portal for customers to purchase a range of third-party products, the Qantas Cash pre-paid travel card, and the new Acquire loyalty club for SMBs and Golf Club.

At last month’s Ad:Tech conference, Qantas CMO, Stephanie Tully, said a “coalition loyalty business” is the driving force behind the high engagement of Frequent Flyers.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

The new data hierarchy

We are all digital lab rats spewing treasure troves of personal data wherever we go.

Gerry Murray

Research director, marketing and sales technology services, IDC

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in